Mobile advertising trends for brands in 2014: Don’t forget about ‘local’

Tuesday, 30 November 2021

Mobile advertising trends for brands in 2014: Don’t forget about ‘local’

Ignore mobile at your peril

With 2013 rapidly drawing to a close brands are already reviewing their mobile strategies and the role mobile marketing will play for them in 2014. Having sat through a few meetings discussing this recently, some of the statistics produced are staggering.

We’re all aware that mobility has afforded us choices that just a few years ago would have been inconceivable. Given the proliferation of smartphones, it’s no surprise that many of us are searching more now whilst mobile than whilst sitting at our desk. However, would you have guessed that 9 out of 10 mobile searches resulted in some kind of action, with more than half of these leading to sales? While that statistic from SearchEngineLand may surprise some, it appears the mobile path to purchase is actually even more compelling, especially when you go local.

According to a new study from Google and Nielsen, 93% of people who use mobile to research go on to complete a purchase, while 69% of consumers doing so expect businesses to be within 5 miles or less of their location.

So, what does that tell us about consumers spending habits and how they’ve changed? Well, actually it tells us that humans in general are still creatures of habit, in the main preferring to consume locally even if the plain is global. Indeed, although they are spending some 15 hours plus per week researching on a smartphone, 71 percent are using their mobile to look for a store locator. Perhaps this is just one reason why only 17% of consumers surveyed purchased a product or service they researched on their mobile phone.

The fact that mobile is increasingly becoming the primary point of engagement between consumers and brands should be good news for advertisers in particular. Neilsen goes as far as saying that mobile performs fair four to five times better than online ads for key metrics such as brand favourability, awareness and purchase intent.

However, as AdAge notes, there is a note of caution. The shift from PC to mobile has still come quicker than most had expected (really???), even if mobile consumers are remaining loyal to brands they used on PCs. This, it says, means every user shifting from a PC to a mobile device represents lost advertising revenue.

AdAdge suggests that advertisers wrestle with two problems in particular though: form factor and the mobile web.

“Phones in particular have much less real estate for advertising, and traditional banners are even less appealing than they are on PCs,” it explains before going on to add, “browser-based cookies do not work on the mobile web or in mobile apps, so when a user goes mobile they also become invisible to advertisers.”

Even so, statistics from AdAge’s Mobile Fact Pack prove that advertisers are already finding their feet and adjusting to suit their audiences. Facebook, for instance, should see around 50 percent of its revenues coming from mobile advertising before we reach the end of the year, with Google’s projected mobile ad revenue topping $4bn.

As AdAge puts it, “By the end of the year, you can imagine a new divide emerging: the brands that have successfully made the transition to mobile, and those that haven't.”

For brands the choice is simple. Ignore mobile at your peril. Curate content that’s relevant, targeted and timely to your audience wherever they are, but don’t forget about local customers. Even in the age of the ‘internet of everything’ there will always be a place for local.

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